La segmentation des portefeuilles distributeurs en B to B. Perspectives théoriques et opérationnelles

Jérome Bêche

Revue française de gestion, 2008, vol. n° 182, issue 2, 171-189

Abstract: Based on two case studies, the article presents a matrix for the diagnosis of industrial distributor portfolios, grounded on the analysis of strategic fit and relational fit within dyads. The aim is to propose a new analysis of supplier/distributor relationships, in order to optimize channel partnerships developed by suppliers when they change from products to solutions offers. Four peculiar segments of distributors are identified, corresponding to specific partnership dynamics.

Date: 2008
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